Adweek: Subway’s Bold Rebranding Campaign Promises a Different Taste for Everyone

Subway was in desperate need of a brand image refresh when it came to its next big campaign. No appearance from Jared Fogle, no five-dollar sandwiches or talk of ingredients were included in the new messaging that was introduced this week. The brand’s reintroduction to the public debuting at the Olympics is focusing on variety and individualization, according to a recent Adweek article.

“We feel like we’ve lost an emotional connection to our consumers,” said Chris Carroll, Subway’s chief advertising officer. “The fundamental pillars of our brand are health, value and indulgence. That’s never changed, it’s what we’ve done for 50 years. What we need to do is tell that story [better].”

With multiple vignettes that show off various lifestyles and activities, Subway’s message stays the same–no matter what you are doing in life and what your taste preferences are, there’s something for you at Subway. The brand is targeting all groups but does hope to make a splash with millennials and Gen-Z consumers since Carroll believes that everyone aspires to be a part of that younger demographic.

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